Assos set to open new “experience concept” store in central London

High-end clothing brand set to open first shop in London Premium cycle clothing brand Assos has revealed it is opening its first “experience concept store” in St James’s Market, London, the first such store outside of Lugano, Switzerland.

The store, which opens later this year, will follow the trend for the intriguing names the company uses for its garments and be called mangaYio in London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, a move that follows the company taking its distribution in-house.mangaYio London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, a move that follows the company taking its distribution in-house.

What exactly is an “experience concept store” though? The new store, says Assos, is part of the company’s consumer focused strategy and will be a showcase of the “rich heritage of ASSOS allowing customers to have the fullest brand experience firsthand.” “Through launching a standalone ASSOS store in this prominent part of London, our aim is to further build awareness around the brand, its Sponsor Yourself philosophy and encourage new customers to experience our products, […]